Britannia Marie Gold

Reflecting goodness & leadership of a heritage brand

Background

Britannia's oldest brand enjoys a heritage that spans 50 years – and is still going strong. In a market swamped with “me too” products, Britannia Marie Gold is the # 1 brand in its category. As a leader, it has taken up the mandate of giving the best to its consumers by expanding its portfolio into innovative formats and adding newer benefits within the range. This brand has partnered with Elephant since 2006.

Challenge

Elephant took up the challenge of reflecting the goodness & leadership of this brand through a new identity, packaging & visual language.

Solution

The Marie Gold palette is a mix of crispy & light hues clubbed with colours associated with expertise, health & vitality. While Marie Gold is a sunny yellow pack, Vita Marie has distinct cues of Red & Green to pronounce liveliness. The Honey Oats variant displays the palette of honey gold & blue that is synonymous with oats category. Elephant has continuously infused this brand with distinct mnemonics that explain the product benefits in a transparent & simple manner.

Result

Today the ever popular Marie Gold is a loved brand that stands for Tea Time Snacking and Fun with balanced taste and crispiness along with the added vitamins and minerals. Vita Marie is firmly established as a product with added nourishment of active nutrients.
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Client:
Britannia Industries Limited
Project:
Packaging Design
Sector:
Foods & Beverages
Key Deliverables
Brand Identity
Sub brand identities
Visual architecture
Packaging design for range

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